engaging new audiences: if you build it, will they come?

7. People say these things because they are very passionate about it and have such a strong belief that it will just fly 8. The other things that people can say when their product is going live 9. Scenario 1 won’t work but there are exceptions. When the content features cats it can be successful in scenario 1. People can still be very unlucky with scenario 2 10. The planning should be at the point when the product is conceived. Not just right at the end. If you set realistic KPIs right from the start the process will be better. 11. A key part of planning is getting the attention of new audiences. You have to decide which channels you use. You can make judgments quickly on the suitability of what you should use 12. Owned: This model makes you look at what channels you can use. These are the channels you have easy access to. It is often a mistake to take too much from these channels. 13. Borrowed: In a way this has been added in to account for Social Media. Borrowed: In a way this has been added in to account for social media. 14. Earned: Attracting new audiences. Influencers: work you do with bloggers/online influencers. Celebrities can be very important when spreading a message. It’s really good to have a blagger on your team. Some people would say that staff are owned, not earned. Staff are a good channel, what kind of influence can they have? 15. Paid: It is important not to underestimate the value of paid media when trying to access new audiences. There are various different ad formats. There are a lot of options in this field. Ben: paid should really only be used to promote a product for the audience. Paid should not be an excuse for sloppy content 16. Once you have identified your channels you are on your way. The point between A&B is great time to discuss the channels and get people together to work as a team and maximise value. 17. Realistically every campaign and product is completely different. There may be times where you have more money so can do ‘earned’ side, or you may have less money and want to use it all in ‘paid’. Ben recommends starting with what you think you need to achieve success with a product. If you have a great product it is worth the effort. 18. KPIs: Ben thinks that by setting KPIs at the start you manage expectations. It can be painful but hopefully it will lead to more investment. It can be quite tricky to get people on board; to get money etc. 20. Survival tips: KPIs can be really important as part of the validation process of the product. It is important for us to know that the product is relevant and will work. Owned and borrowed channels are usually facilitated. You may need to resource them more. Fight for promotional spend. Before your content is out there you don’t know how people are going to react to it. Failure is only failure if you don’t learn something. 21. It takes time and repetition. It's worth persevering. Try and build it into as many projects as possible.